Evian’s dancing baby 2.0 hits YouTube

The global viral campaign, running through the end of the summer, also launched across digital LCD screens in convenience stores in Canada.

For those who thought the notorious dancing baby on Ally McBeal disappeared with the show’s end in 2002, think again. Baby’s back – on rollerblades this time and in much-improved graphics in a new viral ad for Evian Natural Spring Water. Two teaser ads directed by Michael Gracey (part of the creative circle behind Baz Luhrmann’s Romeo and Juliet and Moulin Rouge) first launched last week to promote the 60-second video (also by Gracey) in the ‘Live young’ campaign developed by BETC Euro RSCG in France.

Viral-only is new for the bottled water brand, says Michael Thouin, senior brand manager, Danone Waters of America. ‘It’s the right thing to do with where our consumers are at and where media is at these days. Our consumers spend a lot of time and are indexed in digital media so having a digital campaign makes a lot of sense,’ he tells MiC.

While the video has already been viewed almost half a million times, a YouTube site with Evian branding will launch to Canadian audiences on Wednesday. As well, the ad will loop on LCD screens at point-of-purchase in Mac’s Convenience Stores and independent retail locations in Toronto, Montreal, Vancouver and Calgary, adds Thouin, with media handled by Toronto-based MPG Canada.

Evian’s target demo is cosmopolitan 25- to 49-year-olds making $75,000 plus, and Thouin says the brand hasn’t faced the recessionary and environmental challenges of other bottled water brands in the country. ‘Imported waters in Canada definitely haven’t been affected as much from the environmental bottled water backlash. We see Evian as a beverage choice, and so when consumers want a convenient portable option, we see them as wanting to choose Evian versus all the other beverage options out there, not only water,’ he says.

The campaign will run until the end of August, but the new ‘Live Young’ positioning will have legs as a tagline after that. Evian will utilize bloggers and soc media networks like Facebook to pass along the video.